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Why There’s No iPhone 9

And other mysteries of naming tech

Photo by Tayler Smith. Prop Styling by Caroline Dorn

NNaming things is hard. Products, code functions, dogs — they all need names, and trying to come up with good ones is tough. iPad and Ruffles seem fine, but once you lift the lid, iPad sounds a bit like a sanitary product and you can easily feel silly at 9 p.m. shouting “Ruffles!” into the darkness.




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Simon Pitt

Simon Pitt

Media techie, developer, product manager, software person and web-stuff doer. Head of Corporate Digital at BBC, but views my own. More at

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